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Friday Retailer Flex – Episode 2

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5 things you can do today to increase business that cost you absolutely nothing. Today’s episode: Create a truly personalized shopping experience.

Support the show

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Friday Retailer Flex – Episode 2

Thu, 3/4/21

SUMMARY KEYWORDS

customers, shoppers, personalized, shop, store, personalization, purchase, personalized shopping experience, retailer, offer, bicycle, personalized experience, consumers, dealers association, information, create, item, sale, connection, athletic footwear

SPEAKERS

Heather Mason, NBDA

Heather Mason   00:10

You are listening to bicycle retail radio brought to you by the National Bicycle Dealers Association. Welcome to the Friday retailer flex a weekly digest of inspirational and actionable insights you can implement today. I am Heather Mason. If you’re a first-time listener, be sure to check out the previous episodes. Please do us a favor do me a favor and leave a review. I’m looking and it helps members of our industry find our podcast. Okay, let’s dive in. It’s 2021. This past year has changed retail in so many ways. And to me, one of the leading points is the need for a truly personalized shopping experience. I’m talking about a one on one experience that leaves customers to memorize. Almost half of US consumers say they’ve purchased something more expensive than they plan because their customer experience in the shop was personalized. personalizing retail shopping leads to a better experience more word of mouth promotion, and increased loyalty. Every savvy retailer knows that just offering merchandise or turning the open sign-on isn’t going to draw customers into your store. For brick and mortar stores to thrive. You need to offer a personalized customer experience that fosters a connection between the shopper and the retailer. But how do you solve this seemingly simple but extremely complex challenge? I’m happy you’re listening. You don’t need to have a huge budget to create a personalized shopping experience in-store. I have some easy ways you can implement today. Before we go into those, I just want to take a moment to talk about Nike. Nike is one of the largest athletic footwear companies in the world. They have taken personalization to game-changing levels with even allowing customers can configure their own shoes. I had a pair of custom Nikes once and they were amazing. Their personalization extends to their physical locations as well. If you look at Nikes flagship store in New York City, they have a unique omnichannel experience allowing shoppers to use an app to sign up for membership to their shop and loyalty programs. They use data-driven from their point of sale system to personalize their conversation with their shoppers. I’ll get into how you can do that too, in just a moment. But they also allow for reservations with pickup systems for items that were purchased online and even offer instant checkout to avoid lines. If shoppers want a truly personalized experience, they can book a one-on-one appointment with a Nike fit expert. Sounds cool, right? So how do you create a truly personalized experience in your independent bicycle store? I think it’s really important to first understand that today’s shoppers will exchange their information for what they consider value. So consumers say they are interested in seeing this personalized content when they shop. And they say they are comfortable sharing with you their information as long as they feel like it’s getting them value in return. So what does this mean? I would like you to focus on collecting your customer data and then using it. So you’ll use your point of sale system. And make sure you’re getting to know your customer by creating a customer profile at the time of sale. You’re going to use this as a connection tool to let your customers know that this will help you tailor the experience for them the next time they come back into the shop. This will genuinely show them that you care. I’m looking for you to collect their name, email, birthdate, and purchase history, like the item and the date of purchase. But go further. collect information, ask them how they heard about your store, record what employees helped them during their in-store experience. And then also ask them who they typically shop for when they when they’re in your store. Get these real connection points. You’re gonna then use this data to send emails, birthday notes, service reminders, or even a promotion on a specific item they have purchased from you in the past. Some retailers are subscribing to texting services to communicate with their customers in a more personalized way. Consider this. But not only for emails and texting, communication. Use this data when the customer comes into your store. Next, you can arm your staff with tablets which will allow them to go into your POS and look up customer history to make personalized suggestions. At the next time of sale based on past shopping purchases, it’s super personalized and really adds value to the customer experience. So another way you can up your level of personalization is just to get to know your customers better. Sounds easy, right? But so many times we focus on satisfying that one thing that they came into the shop looking for that we’re not really opening up the conversation on a more human connection level. So train your staff to ask the customer where they plan to use the product, what they’re hoping to achieve, maybe what their friends use, get as many details as they can. And you genuinely want to let the shoppers know that you have their best interest in mind to get the best item for them. The next thing we can do to create a truly personalized experience in the shop is to help your customer be their unique individual self. Sounds simple, right? But really know that younger shoppers want to explore customization and really making an item that speaks uniquely to them. So it’s your job to celebrate this. So you could do this by setting up a section inside your shop, showcasing a display that allows the consumer to see that you celebrate building the perfect product for them. You could have an assortment of colorful stem caps, maybe bar tape, different wheels, anything you can do to design or implement in their mind the idea that you can create for them their vision of a truly custom ride. The next thing we can do for personalization is offer those one-on-one expert appointments. So you can allow customers with an embedded calendar on your website to select times to meet with the staff of your choice of their choice or with you to schedule a drop-off service a fit a sales consult. It’s super easy and super personalized. It also allows you to help with staffing and plan your day better. And the last tip I have to create a truly personalized in-store experience that goes with the follow-up. So what I’m asking for you to do is send a personalized note following purchase to your customers, maybe your best customers, and send them a sincere and thoughtful note. I’m talking about the old-fashioned pen and paper envelope with your own handwriting. Myself, I am a writer and I know in any relationship with someone I truly care about that you can almost always bet that that person is going to find a handwritten note for me in their mailbox. And I’m asking you to do this for your best customers. I guarantee you this effort will not go unnoticed. After a purchase you can send a note to thank them for shopping with you mentioned how you enjoyed helping them find the perfect bike perfect shoe perfect helmet, and then end the letter out close the letter by asking them to call or text you if they need anything else. It’s super simple, takes a couple of minutes, but it’s truly personalized. I guarantee they will tell people about the letter that you sent. We live in a world that’s so densely populated with screens. In this situation, there tends to be information overload. When a customer comes into your brick-and-mortar retail store, you have a unique opportunity and advantage because you have their full and undivided attention. If you can add any level of personalization into your shop, you will be steps ahead of others. If you would like to support the show, don’t forget to subscribe on Spotify Apple podcasts, share this episode with your friends and on social media. Look for me, I’ll share it reshare my share. We always appreciate your support. Thank you for listening now go be great. This has been bicycle retail radio by the National Bicycle Dealers Association. For more information on membership and member benefits, join us at nbda.com

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The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.

Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year. 

Learn more about the benefits of being a member and join now.

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